The document discusses strategies for achieving long-term commercial success and growth in a professional practice. It emphasizes the importance of developing a clear long-term strategy focused on retaining existing patients, encouraging patient referrals, and capturing new patients. Key recommendations include implementing a customer relationship management system to gather patient intelligence and engage patients emotionally, utilizing targeted direct mail marketing, and leveraging practice management tools like patient journey mapping and engagement strategies. The document stresses managing the patient experience through basics like a clean and welcoming office as well as digital tools and an optimized website.

1. COMMERCIAL STRATEGY
IN MODERN PRACTICE
MANAGEMENT.

2. WHAT IS YOUR
COMMERCIAL
STRATEGY?
How will you achieve it?
Growth
180
160
140
120
100
80 Growth
60
40
20
0
2007 2008 2009 2010 2011

3. LONG TERM COMMERCIAL
STRATEGY
• To Succeed
• To Grow
• Growing The
• To Gain More Market Share Available Market
• To Retain Patients
• Increasing Profession
• To Encourage Referral Efficacy Acceptance
• To Capture New Patients • Increasing Profession
Perception

4. These are concepts you
need to think about
These are concepts that may
have a huge effect on your
business moving forward

5. Your Future Lies In Your
Existing Patients
Your existing Patients hold the key to your
business’s financial health
Patient Retention & Patient Referral Strategies
Are The Cheapest Manner Available To Solidify
And Increase Your Market Share
These Strategies Will Also Grow The Available
Market Through Increase Of Efficacy
Perception

6. HOW DO YOU PLAN TO
ACHIEVE YOUR LONG
TERM STRATEGY ?
All strategic planning goals will only
be tactically deployed as well as the
tools used to deploy them will allow

7. All Strategies Need Planning &
Tools For Tactical Deployment
Available Tools For Effective Practice
Management

8. Proper Practice Management Is
Key To On-going Success
1. Customer Relationship Management
2. Targeted And Well Defined Direct Mail
3. Patient Journey Management
4. Patient Engagement Strategies
5. Auditing And Test Verification

9. CRM
A Proper Customer Relationship Manager
allows you to gather on-going intelligence
in relation to your Patients and their
families that can be used to engage them
at an emotional level

10. CRM
A well kept CRM system will allow you to
undertake imaginative, targeted and well
defined mail marketing around not only
your Campaigns but also your Patient
journey.

11. CRM
A well kept CRM system will allow you to
keep your Patient engaged for the long
term encouraging not only Patient
Retention but also Customer referral

12. Patient Engagement Tools

13. The number of Patient engagement
tools designed for our profession are
increasing everyday. Before you
move forward with any of these
tools, cover all your basics. Then
move forward knowing that you are
building on a strong foundation.

14. The basics
Is your practice clean, tidy, well decorated,
comfortable for your Patients?
If you utilise displays or provided POS, are
they well displayed, are they clean, when
was the last time you changed them?
Is your practice and its staff welcoming?

15. Simply Put;
Do You Leverage Your
Practice ?
Do you ensure that your practice environs sell
you and add to the Patient experience ?

16. Your Web Presence
• Is it a modern website?
• Has it been re-designed in the last
year?
• Is it clean, clear, media rich with a
regularly updated news section?

17. Be Innovative

18. Think Strategically

19. Manage Your
Practice

20. Manage Your
Patients

21. Engage Your
Patients On An
Emotional Level

22. Thrive